Aaron Keay: From Athlete to Entrepreneurial Investor

Aaron Keay’s career has always been about competition, strategy, and adaptability. His journey started in sports, playing professional soccer in Europe and for the Vancouver Whitecaps, as well as representing Canada at the international level. But after stepping away from professional athletics, he took those same skills—discipline, resilience, and leadership—and applied them to business and investing.

Today, Aaron Keay is a successful entrepreneur and investor. He has built, funded, and led multiple ventures across consumer products, health and wellness, technology, and finance. He is the founder of Klutch Financial and Kommunity Fitness, and he serves as an advisory board member at RX3 Growth Partners, an investment firm co-founded by NFL quarterback Aaron Rodgers.

“I’ve always been drawn to opportunities where I can compete, build, and grow,” Keay says. “Whether it was on the soccer field or in business, I love the challenge of making something better and scaling it to its full potential.”

From Sports to Business

Keay grew up in North Delta, British Columbia, where sports were his main focus. He played multiple sports but excelled in soccer and basketball, eventually earning a spot playing professionally. The experience gave him a deep understanding of competition, teamwork, and high-pressure decision-making—all skills that would later become valuable in his business career.

After retiring from soccer, Keay moved into the fitness industry. He became a partner in Innovative Fitness, a training business that helped individuals improve their health through structured training programs. This first taste of business ownership sparked his passion for entrepreneurship.

“I loved fitness and helping people improve their health, but I was also fascinated by the business side of things,” Keay explains. “I wanted to understand how companies grow, how investments are made, and how great ideas become successful businesses.”

Investing in the Future

Keay took that interest and moved into finance and venture capital. Over the years, he has been involved in IPOs, mergers & acquisitions, and investments totaling over $5 billion. He was an early investor in consumer brands and emerging industries, including technology, wellness, and fitness companies.

One of his biggest moves came when he helped take OrganiGram public, one of the first publicly traded cannabis companies in Canada. He saw the opportunity early, invested in the space, and successfully navigated its growth. But he’s quick to point out that investing isn’t just about trends—it’s about timing, execution, and long-term vision.

“There’s always a new industry or product that seems exciting,” Keay says. “But the companies that succeed are the ones with great execution, strong leadership, and real consumer demand.”

Joining the RX3 Advisory Board

One of Keay’s most exciting recent moves is joining the advisory board at RX3 Growth Partners. RX3 is a consumer growth equity firm that connects top-tier brands with influential investors, athletes, and entertainers. For Keay, it’s a natural fit.

“I’ve been investing in RX3 for years because I believe in their model,” Keay says. “They don’t just invest in companies—they help them scale by elevating strategic partnerships and high-profile networks.”

Now, as an official member of the RX3 advisory board, Keay will take a more hands-on role in shaping investments, advising companies, and driving growth. He also sees an opportunity to increase engagement across social media and athlete networks, ensuring that RX3’s investments get the visibility and support they need to thrive.

“I think the RX3 eco system is the absolute perfect blend for athletes, artists, celebrities and influencers alike,” Keay suggests. “RX3 provides those groups with an authentic and genuine pathway for investing their capital.  Given the nature of consumer products their special place in society gives immediate validity, attention and exposure to our investments.  Everyone is aligned, no one’s paid, and those who put the spotlight on the product, service, or technology authentically utilise it.”

His deep experience in scaling businesses, spotting trends, and leading investment strategy will be an asset to RX3 as it continues to grow.

A New Era in Fitness: Kommunity

One of Keay’s latest entrepreneurial venture brings him full circle back to fitness. Kommunity Fitness is a boutique training brand that integrates high-quality video content into brick-and-mortar gyms. The concept blends digital and in-person experiences, creating a modern, scalable fitness solution.

“We know that People want premium fitness experiences with Instructor engagement,  In class entertainment within their peer and social groups,” Keay says. “Kommunity is about building a fitness brand that feels exclusive, high-energy, and immersive, while allowing every member to measure their performance with their Kommunity 10 challenges and quarterly events to members can track their progress in a meaningful and personalized way.”

His competition in the space is strong—brands like Barry’s Bootcamp, F45, and Orange Theory have dominated the boutique fitness industry. But Keay sees a gap in the market that Kommunity can fill.

“Fitness continues to evolve, and entertainment combined with technology is becoming a key part of having success in the Boutique and Group Fitness Enviroment.” Stated Keay “The Kommunity 10 program gives Members the opportunity to benchmark personal performance quarterly on key metrics where they can also partner with friends, compete and support each other socially and once a quarter can consider competing against a broader member base.  That’s an option for everyone from Beginner to Elite and that’s what makes up a community in fitness – something for everybody.

Balancing Work, Fitness, and Family

Despite his busy schedule, Keay remains extremely active. He golfs, cycles, and competes in endurance events like Hyrox. He also continues to mentor entrepreneurs, invest in emerging brands, and support philanthropic causes, including KidsSafe and Music Heals.

“I believe in balance,” Keay says. “You have to push yourself in business, but you also need to stay active, take care of your health, and spend time with family.”

Final Thoughts

Aaron Keay’s career has been a story of adaptation, competition, and growth. Whether it was on the soccer field, in venture capital, or launching new businesses, he has always been focused on execution and long-term success.

“I don’t believe in overnight success,” he says. “It’s about stacking small wins, learning from failures, and always pushing forward.”

Now, as he takes on new roles at RX3 Growth Partners, builds Kommunity Fitness, and continues investing in disruptive consumer brands, Keay is proving that the athlete’s mindset isn’t just for sports—it’s for business, leadership, and innovation.